Keilidh Cashell is arguably the biggest, brightest and most exciting rising star on the Irish beauty scene right now. The beauty guru – who goes by the social media moniker @keilidhmua – has amassed a staggering 2.7million TikTok followers, and her easy-to-follow make-up hacks have racked up more than a hundred million likes.
The Monaghan born make-up-artist has built her brand KASH Beauty into an international success story – with what began as a bedroom hobby transforming into a global business. ‘I grew up in a small little town in Monaghan – the sticks as some may call it,’ Keilidh tells Styled By. ‘I’m the eldest of five, so our house was always crazy.
’ And amidst all of the ‘crazy’, Keilidh happened upon her creative streak – a passion for beauty products that she transitioned into her very own beauty brand business. And her inspiration came from a surprising source..
. ‘I absolutely love the Pirates of The Caribbean movies. I was always fascinated by the make-up and how they could completely change the actors into these characters,’ she admits.
‘I was always into art, I think as long as I’m doing something creative I’m happy. Funny enough I was always drawing faces, so it’s just translated to actual faces. ‘I would also practice on myself every day, just trying to get better.
’ Keilidh’s rise came as the business of beauty collided perfectly with the social media cultural revolution. By no means an ‘overnight’ or ‘insta-success’, Keilidh’s business grew steadily thanks to her dedication and graft. ‘I grew my following by posting every single day.
I was very consistent, creating unique looks that captured people’s attention, but also showing my personality online. ‘That’s what people stay for, they might be initially drawn by your talent but they’ll stay for the personality and if they relate to you.’ Then four years ago Keilidh’s took a leap of faith and launched KASH Beauty.
‘My makeup brand KASH Beauty turns four this year, meaning I was 24 when we launched. ‘So I was still very young, but I am so happy to have started when I did. I don’t know if there’s such a thing as a perfect time or moment for you to be prepared enough to start a business, you have to learn as you go and you’ll never learn properly until you get stuck in.
’ The beauty mogul adds that having belief in yourself and your business is crucial. ‘I think just my business partners having faith in me, and giving me the confidence to actually start KASH in the beginning. I was working with all these brands and had so much knowledge in make-up that it was the natural next step, I just needed a little nudge in the right direction.
’ Now an established name in the industry – Keilidh says whatever your choice of career, if you are one thing, be passionate. ‘You have to be super passionate about whatever line of business you’re going into,’ she insists. ‘I love make-up, it’s my obsession, if I didn’t have this insane love for this industry I simply would not be able to run a business in it! ‘It can consume your life, it is demanding of your attention and you need to be so hungry and willing to let it take over.
‘So my advice is to make sure it’s something you truly love, and then never to let anyone else tell you no. Trust in yourself and listen to your gut.’ Keilidh’s career “pinch-me” moment has been launching in Ireland’s most desirable department store.
‘I think KASH launching in retail was my most memorable moment. We were the first Irish make-up brand to launch in Brown Thomas, which was a huge achievement! I have to pinch myself everytime I walk past a counter, or when I see somebody using my products in person.’ Of her own personal style she says it’s back to black.
‘Black, black and more black! I think that’s the result of being a makeup artist for years and having to wear black everyday – I definitely lean more to grunge pieces.’ And she advises those who follow her to be daring and unafraid to experiment and channel their individual style. ‘I think just wearing what makes you truly feel comfortable and most like yourself [is my best advice]! Don’t be afraid to experiment, no matter how outrageous you might feel! And while makeup may be her first love, her “childhood sweetheart” is her always and forever.
‘Myself and Darren have been together for 14 years now, we’re childhood sweethearts if you will. We’ve been together so long now I awkwardly say it feels like we’ve had multiple relationships in the one! ‘He’s very supportive of everything I do, he’s the constant in my ever-changing mad world. I’m very lucky.
’ Meanwhile, the entrepreneur has a new launch to focus on – and she’s, understandably, really excited. ‘The biggest project we’ve worked on to date is about to launch – Aura Skin! We are launching 30 shades of foundation and 20 shades of concealer. ‘I worked very closely with our lab in Korea to come up with the perfect formula that is your skin, but better.
It includes a unique ingredient called rejuvelac – quinoa that helps to regenerate the skin and helps promote the creation of collagen – so think plump, hydrated looking skin.’ Expect to see it in your TikTok feed any day now..
. ‘Red and green should not be seen, except upon an Irish queen.’ ‘Animal print is always tacky.
’ Are there really fashion ‘rules’ on what to wear? Are centuries (or decades in some cases) old diktats like these arbitrary and outdated? Or do certain sartorial guidelines still have their place? Here’s my verdict...
’It’s a look that “contravenes all known laws of human decency,’ one particularly sniffy fashion critic declared. I beg to differ. Maxi denim skirts are this season’s fashion must-have.
A maxi denim skirt teamed with a colour tee with a denim shirt casually slung over the shoulders can be a super sassy look, and a denim shirt tucked into jeans is the perfect on-the-go outfit. Sage green is having its moment. Whether it’s on front doors, cars or in closets the plant-based palette is here to stay.
The garden green is a beautiful hue and is extremely versatile. But emerald green can also look gorgeous dressed up or down – and Keilidh’s proven that red and green most definitely SHOULD be seen. The green Anine Bing dress beautifully accentuates her complexion and highlights her gorgeous red mane.
If I have one solid piece of advice it’s investing in a good blazer. The classic black blazer has long been a wardrobe staple but there is such a vast array of colours available that are just as good – if not better – than black. Navy can work just as well while a light blue or pink double breasted blazer can dress up a casual outfit.
And a slightly oversized blazer looks sensational either arriving to work or a red carpet event. Speaking from bitter, bitter experience, trotting round in stilettos can rarely be fun. And while there are many people who look like gazelles in towing heels, for most mortals high heels can be uncomfortable – or if you’re like me, borderline unbearable.
That’s why a stylish pair of trainers or a wedge is wonderful. Keilidh’s Givenchy wedge knee high boots provide height and are a doddle to wander around in. While these are an exorbitantly pricey pair there are countless wedge heel boots that come in knee high, ankle or calf heights that you can walk around in without fear of toppling over.
And with retro having its moment, the popularity of the platform runner is showing no sign of waning. Chunky sole trainers are fun and funky and can be worn with either joggers or jeans and they also look great teamed with a maxi or mini skirt. A crossbody bag has been at the epicentre of my wardrobe for the past few years.
I rarely if ever wear a bag in what was considered the traditional way, over either shoulder. The crossbody is as cute as it is functional. There’s no looking over your shoulder to locate your keys.
And again a crossbody takes you stylishly and effortlessly whether you’re going shopping or boppin’. It is said a leopard never changes her spots. And to be purrfectly honest, why should she? Whether it’s a tiger print top, zebra stripe trousers or jeans or a leopard spotted jacket, the jungle look can add a ferocious fashion stamp to your look.
And while there are some people who can go full-on Lion Queen, personally, when it comes to the jungle look, l adopt the ‘less is more’ strategy. Don’t go total tiger. Voltaire Diamonds is an Irish-owned company based just off Grafton Street in Dublin.
They also host private consultations where you can view and learn about its wide range of engagement and wedding bands made with both lab grown and earth mined diamonds. Whether you create your own bespoke ring, or choose from their carefully-curated collection, you’ll find a piece of jewellery that you can cherish forever. If you’re considering a special gift or piece of wedding-day jewellery, Voltaire Diamonds also custom make beautiful earrings, pendants, and bracelets, with starting prices of €500 – creating heirlooms that will be passed down from generation to generation.
Whether it’s old, borrowed or nabbed from your friends’ wardrobe, restyle is staying in en vogue. The newest, hippest and most exciting veritable Aladdin’s cave of Restyle shopping is Bella Blackrock. The gem of of a store has not just vintage but the latest of last season’s items.
Bella Restyle opened in Blackrock Market first in 2015 and due to covid had to close. During this time owner Tess Doran created a preloved online community brimming with preloved and sustainable style. So Bella Restyle was born and re-opened in June this year with one simple mantra: ‘resell+relove’.
Bella Restyle curates preloved, unique and affordable fashion by handpicking quality fabrics and everyday wearable pieces. The aim is to help you build outfits, so you can create multiple looks to simplify your shopping experience, encouraging you to buy less and buy better. Prices are up to 70% less than the original RRP – and with affordable designer and contemporary clothing, there’s something to suit everyone’s budget.
Photos by Tom Honan.
